1. Persuasion Is All Around You!
“Can You Hear Me Now?”

2. What is persuasion? A means of convincing people:
to buy a certain product
to believe something or act in a certain way
to agree with a point of view
To vote a certain way

3. Types of Persuasion
All persuasive techniques or appeals can be classified as either:
Appeals to ethics ethos
Appeals to emotions pathos
Appeals to logic  logos

4. Examples of ethos (appeals to ethics)
Ads that appeal to your sense of right and wrong
Moral appeals
Truth, justice, and the American way
“It’s the right thing to do”

5. Examples of Pathos (appeals to emotions)
Anything used to get you emotional about an issue/topic.
Make you angry, sad, happy, embarrassed, outraged, etc.

6. Example of Logos (appeal to logic)
These types of ads use
Facts
Statistics
Data
Expert testimony

7. Common persuasive techniques often used in advertising
Slogan
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Purpose?

8. Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product

9. Repetition: The name of a product is repeated many times
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead

10. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too

11. Testimonial
A well-known person supports a product or service

12. Emotional Appeal
A person is made to have strong feelings about a situation or product

13. Expert opinion
Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

14. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal
Expert Opinion

15. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique

16. Who’s the audience?

17. Audience?

18. Audience?
Purpose?
Persuasive technique?

19. Audience?
Purpose?
Persuasive technique?

20. Audience?

21. Audience?
Purpose?

22. Audience?
Purpose?

23. Audience?
Purpose?
Persuasive technique?

24. Audience?
Persuasive technique?

25. Relevant facts
Advertisers spend about $200 billion a year on TV advertising
The average cost for Super Bowl ads is $2.6 million per 30 second spot
The average American watches about 24,000 TV commercials a year

26. Making Connections What is your favorite jingle?
What slogan for a product do you find yourself saying?
What TV commercial has influenced you to make a purchase?
Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

27. Reflection
“Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.